PRESENTING OVER A TRILLION BUILD COMBINATIONS
FIND OUT HOW
In a
nutshell
To coincide with the launch of their most configurable car to date, Aston Martin required a new online configurator experience. Offering the ultimate in luxury personalisation, the experience had to cater for over a trillion variable build combinations on a single model. On top of that it had to be ready to ingest the big plans they had for their model line-up over the coming years. The solution we delivered was shortlisted for a Cannes Lions award.
The design is how it works
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In the words of Steve Jobs, the design is not just what it looks and feels like, design is how it works. After meeting with the car's chief designers and gauging the scale of options, we arrived at a vision for the UI; a seamless scroll that contextually changed the angle of the car. The user is guided around the vehicle the same way they would be if they were making choices with a showroom representative.
Letting data take the lead
We designed a series of bespoke selection mechanisms for each decision point, each one driven by its content, format and purpose. The result was a mixture of switches, toggles and swatches and tabs creating an array of micro-interactions that kept the journey engaging while making it super simple and intuitive for the user.
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A trillion
possibilities
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The process of speccing an Aston Martin is no mean feat. Some options are non visual, others have been purposefully curated by the designers to work in harmony with one another. We wanted to inject this understanding into the application. To do so, we introduced a 'Designer Insight' toggle; surfacing guidance and rationale from the ones who know best.
So what was the impact?
